Pengaruh Customer Experience, Customer Value dan E-Trust Terhadap Repurchase Intention pada Konsumen Aplikasi Gojek di Kota Batam

Ike Mutiara Silaen; Tiurniari Purba

doi:10.55606/jaemb.v6i2.10691

Authors

Ike Mutiara Silaen Universitas Putera Batam
Tiurniari Purba Universitas Putera Batam

DOI:

https://doi.org/10.55606/jaemb.v6i2.10691

Keywords:

Customer Experience, Customer Value, E-Trust, Repurchase Intention, Gojek

Abstract

The development of transportation and application-based services has increased competition in the online transportation industry in Indonesia, including Batam. Gojek, as one of the applications with the highest number of downloads in Indonesia, is required to create positive customer experiences and superior customer value in order to enhance consumers’ repurchase intention. This study aims to analyze the effect of customer experience, customer value, and e-trust on repurchase intention among Gojek application users in Batam City. The research employed a quantitative approach involving 103 Gojek users in Batam City. The data were analyzed using multiple linear regression analysis with the assistance of SPSS version 31. The results indicate that customer experience and customer value have a positive and significant effect on repurchase intention, while e-trust does not have a significant effect on repurchase intention. These findings suggest that a positive application usage experience and consumers’ perceived value of Gojek services play an important role in increasing consumers’ tendency to make repeat purchases, whereas the level of trust does not directly determine such decisions.

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